Footballer Devanté Cole launches new clothing range 4 4 L D N


  • Wigan Athletic F.C. striker launches streetwear brand inspired by Off-White & Pyrex Vision
  • Former Man City striker Devanté is son of Manchester United legend Andy Cole 
  • Caps, T-shirts & Tracksuits to be included in first collection drop in 2018


Professional footballer Devanté Cole launches his new London-based fashion house, 4 4 L D N.

The Wigan Athletic Football Club striker, son of Manchester United legend Andy Cole, cites clothing brands Off-White and Pyrex Vision along with modern style icons Lewis Hamilton and ASAP Rocky as inspirations behind his new streetwear venture, which is set to drop its first collection in 2017.

Speaking ahead of 4 4 L D N’s launch, Devanté said:

“I started at Man City from the age of 9, and since then football has dominated my life. But I’ve always been inspired by fashion, and these last two or three years are when I’ve started to take it more seriously.

“I’ve always kept a little notebook which I use to draw and write down my ideas off the field, and eventually the likes of Jerry Lorenzo and Virgil Abloh inspired me to contemplate my own brand. I might not have a fashion degree or design background, but I love thinking about fabrics and how the clothes come together.”

“This season I see a move to Wigan Athletic F.C. and a move up to the Championship - training has gone really well so far and I cannot wait fro the season to start! On the pitch I’m constantly looking to push myself to move on to the next level. And with 4 4 L D N I’ll be striving to do the same.

With new collections set to drop every fortnight following 4 4 L D N’s launch, Cole intends to keep the studio fresh and on top of ever-changing trends, ensuring his brand - and his audience - is always looking forward. 

Along with his style inspirations, Cole says that his parents have given him the motivation and encouragement required to launch his own streetwear brand:

“My mum and dad have always said that I liked fashion and that I should try it. I think my old man is really in to it. My samples keep going missing and I keep seeing him in them, so he must be! he’s pleased all those sketches and doodles have finally come to something.”

Born in London and raised in Manchester, Cole says the 4 4 L D N brand is designed to reflect the two cities close to his heart:

“I’ve spent a lot of time between London and Manchester. London is where I was born, and it’s the coolest place in the world right now, it’s had a huge influence on the brand. Manchester has a rich history in textiles, and as I don’t have a lot of time outside of football the 4 4 L D N warehouse will be here close to me.

“For design ideas, we looked at the skylines of both cities and included ideas around music, clubbing, new media - particularly text speak - and of course fashion. Factory Records and the design of Peter Saville was a huge inspiration. 

“The diagonal repeating lines and the factory rooftops are where we took the reference for the chopped off 44’s for the main logo. And of course 44 is my shirt number. It was my first squad number as a professional and will forever be my lucky number.”

4 4 L D N’s first collection has been designed to fit and layer with one another and includes over-sized hooded sweats tailored at the hip, curved hem T-shirts, slim fit sweat pants and 4 4 L D N-branded caps. 

“The oversized hood in pirate black with luxury Italian-made Lampo zip in oxidised black is now my go-to piece. It looks great with denim or the slim fit sweat pants, which are the black jogger I’ve always been searching for.

“The print tees were hard to get right, but they are designed to be typographical, to stand out. When you layer them you see the abstract of that typographical design, this is intentional.

“Peter Saville was a huge inspiration for the 44, along with some of my favourite architectural landmarks such as the Barbican. When you walk around that place, the view changes constantly, each one totally unique and yet every bit is considered and planned, something which has been a big influence in my first collection.”

One item set to be a hit in the first collection is the distressed low profile cap with the words “Pretty Famous” stitched across the front. But while getting endorsements from high profile sports stars, personalities and Cole’s fellow footballers is one likely route to success for 4 4 L D N, Devanté is adamant that his brand is one for everyone to wear:

“I’ve always said I want to hit all stations and bus stops, I want everyone to feel like they can wear it. It’s why we have made the price as affordable as it can be, while maintaining a strong brand with great design and the best materials and modern cuts.”


For media enquires and interview opportunities with Devanté, contact: info@44ldn.com